Paulami Karmakar of SalesDuo: Amazon Search Algorithm: What Drives Your Product’s Ranking On Amazon And How To Optimize For Better Visibility?

70% of all Amazon clicks are generated by products that appear on the first page of search results, according to Amazon. So, as an Amazon seller, you know how important it is to have your products surface at the top of search results.

But have you ever wondered how Amazon decides which products to display first? The answer lies in the Amazon search algorithm.

In this article, we shall analyze the factors that influence the product’s ranking on Amazon and how you can optimize your listing for better visibility. But before that, we shall quickly review what the Amazon search algorithm is. Let’s dive in.

What is the Amazon Search Algorithm?

The Amazon Search Algorithm or the A10 algorithm (a refined version of the previous A9 algorithm) is the system that analyzes various signals to match a buyer’s query with relevant products with a primary focus on encouraging sales.

It considers factors that indicate the product is relevant to the user and will also provide a positive buyer experience. Amazon’s dedication to customer satisfaction is reflected in the A10 algorithm’s design, which prioritizes the user’s preferences and needs.

5 Key Factors That Influence Your Product’s Visibility On Amazon

So what are some important factors that impact your product ranking on Amazon and how can you improve them to increase visibility?

1. Relevance

The most important factor in determining your product’s ranking on Amazon is relevance. Amazon wants to show its customers products that are most likely to satisfy their search queries. Therefore, the more your product aligns with the customer’s search query, the higher it will rank.

According to Amazon “The relevance of a product to a customer’s search query is a critical factor in determining how products are ranked.” This means the keywords you use in your product title, description, and bullet points are crucial for improving your product’s relevance.

Amazon’s search algorithm considers factors such as product title, description, bullet points, and search terms when determining relevance.

To ensure your product is relevant, follow these tips:

  • Incorporate relevant keywords in your product title, description, and bullet points. Make sure you include keywords that explain your product’s benefits, features, and intended use.
  • Use Amazon’s search terms feature to add additional relevant keywords.
  • Make sure your product is listed in the right category and subcategory.
  • Ensure your product information is up-to-date and accurate.

2. Sales Performance

Amazon also considers your sales performance when ranking your product. Products that sell well are more likely to appear higher in search results. According to Amazon, “The sales performance of a product is an important factor in determining its relevance and ranking.”

To improve your sales performance, follow these tips:

  • Offer competitive pricing
  • Offer free and fast shipping
  • Encourage customers to share their experiences by following up with them after they make any purchase.
  • Use Amazon’s advertising tools and resources to promote your product.

3. Customer Reviews

Customer reviews are an important factor in determining your product’s ranking on Amazon. Products with more reviews and higher ratings have more chances to appear at the top of search results.

According to Amazon “Products that have a high customer rating, high customer reviews, and low returns are considered to have higher customer satisfaction and will be rewarded with better visibility.”

To improve your customer reviews, follow these tips:

  • Provide remarkable customer service to encourage positive reviews.
  • Follow up with customers to help them overcome any issues or concerns they may have.
  • Encourage your customers to share their feedback by including a request in your product packaging or follow-up emails.

4. Product Images

Product images are also an important factor in determining your product’s ranking on Amazon. Customers are more likely to click on products with high-quality images that showcase the product’s features. According to Amazon, “Images are the most important element of a product detail page.”

To enhance your product images, follow these tips:

  • Use high-resolution images that are a minimum of 1000 pixels on the longest edge.
  • Use multiple images to display various aspects and viewpoints of your product.
  • Use lifestyle images showing your product in action.
  • Use infographics to highlight your product’s features and benefits.

5. Product Listing Optimization

Optimizing your product listing is crucial for improving your product’s visibility on Amazon. According to Amazon, “A well-crafted product detail page can influence customers’ purchasing decisions.”

To optimize your product listing, follow these tips:

  • Use a descriptive and compelling product title that includes relevant keywords.
  • Use bullet points to emphasize the features and benefits of your products.
  • Use a clear and concise product description that includes relevant keywords.
  • Use Amazon’s A+ content feature to provide additional information and enhance your product listing.

Some Additional Ranking Signals for the Amazon Search Algorithm

Apart from the 5 key factors mentioned above, there are some additional signals that the A10 algorithm looks at when ranking products on the first page of Amazon’s search results. These are as follows:

  • Seller authority – Account performance, seller feedback, Buy Box win rate, etc.
  • Click-through rate – How many times people click on your product.
  • Internal sales – Sales generated from things like Amazon’s “Frequently Bought Together” box
  • Off-site sales – Sales on your Amazon listing from non-Amazon traffic or external traffic.
  • Organic sales – Sales generated from your non-promoted or organic product listings.
  • PPC sales – Sales generated from your sponsored product campaigns or Amazon ads.
  • Impressions – The frequency of your products being displayed on
  • Conversion rate – The rate at which visits to your listing result in a sale.

Wrapping Up – Build Listings that Convert

In conclusion, understanding the Amazon search algorithm is crucial for improving your product’s visibility on Amazon. By focusing on the tips outlined in this article, you can improve your product’s ranking and increase your sales. Keep these tips in mind as you create and optimize your product listings on Amazon and skyrocket your business growth on the most popular search engine in the online retail landscape!

To help you in this regard, companies like SalesDuo offer an innovative and successful formula for maximizing your products’ visibility and profits in the eCommerce world with a comprehensive range of customized solutions, including Account Management, Operations, Creative and SEO services, and Finance by a team of ex-Amazon experts. For more information, visit